ExperimentIn the lab
AI advertising
AI × Marketing · Real experiments · Real data
Everyone has an
opinion about AI.
We have the data.
Unmodeled tests what AI actually does to marketing performance.
Real experiments. Real data. No AI hype.
AI × Marketing. Measured.
The problem
Your feed is full of AI.
Evidence isn't.
Every day marketers are told that a new model, agent or workflow will change everything. Most of those claims are never measured.
Unmodeled asks a simpler question
Did it actually work?
The Unmodeled method
We test it.
You get the data.
- No screenshots of impressive prompts.
- No cherry-picked demos.
- No vendor talking points.
- 01
Hypothesis
What marketers claim AI can do.
- 02
Experiment
We test it in a real marketing environment.
- 03
Data
Traffic. Conversion. CAC. Revenue. Rankings. Time saved. Whatever actually matters.
- 04
Verdict
Use it.
Ignore it.
Or keep testing.
In the lab
The kind of questions
we investigate.
Experiments in progress. Results get published here — and in your inbox — when the data is in.
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AI agents
Can an AI agent optimize campaigns better than a marketer?
What you won't getLess noise.
Less noise.
More signal.
Most AI newsletters are written to be shared.
This one is written to be used.
- "47 AI tools you need to try this week"
- Recycled product launches
- Prompt packs
- AI doom
- Vendor talking points
- Hot takes without evidence
- → What worked.
- → What didn't.
- → What the data says.
- → What you should do next.
Why Unmodeled
Written by Rafa, founder of Sealmetrics.
I spend my days working with marketing data and measurement. Unmodeled is where I test the claims being made about AI and marketing — and publish what the data actually says.
Some experiments use anonymized or aggregated measurement data. Unmodeled is editorially independent from Sealmetrics.
Every piece is labelled
- Experiment
- A controlled test with a stated hypothesis, method, sample and verdict.
- Observation
- A pattern seen in real data, without a control group. Useful, not proof.
- Opinion
- What I think, and why. Always marked as such.
Stop collecting AI opinions.
Start collecting evidence.
Get the next experiment in your inbox.